Background: 

The Martha Stewart brand was entering a new chapter. With her unexpected and delightful collaboration with Snoop Dogg, Martha re-emerged as a lifestyle icon who remained both timeless and culturally relevant. As the product portfolio expanded across categories, it became clear that a more strategic and unified approach was needed to bring consistency to the brand experience.

Scope & Impact: 

We led the development of a strong masterbrand strategy that placed Martha’s name and authority at the forefront. After all, consumers are drawn to these products because they trust Martha’s expertise. Each item carries weight because she has personally vetted it.

This strategy came to life through a cohesive and elegant visual identity system, clean packaging architecture, refined photography, and a detailed brand guideline. The system also addressed seasonal and co-branded extensions, ensuring every touchpoint captured Martha’s voice while leaving room for future innovation.

CLIENT: Sequential Brands Group
AGENCY: Pigeon Brands